The world of digital marketing has a fast-changing landscape. As such, it is essential to keep abreast of the latest trends and technologies if you want to make the difference in terms of your communication strategy.
Some approaches in particular enable companies to stand out, interact with their target market and execute more effective marketing plans.
What’s new for brands?
The coming years are set to be a fascinating time for digital marketing, with trends that promote innovation, customer engagement and brand differentiation in an ever more competitive market. It is crucial for companies to stay informed and adapt quickly to make the most of these changes and thereby stay ahead in a constantly changing environment.
But what are some of the main changes we are likely to see?
1. Artificial intelligence and predictive marketing
The use of artificial intelligence to predict consumer behaviour, customise messages and optimise marketing campaigns will become more widespread. Advanced algorithms will allow marketing specialists to target their desired audience more accurately and improve conversion rates.
For example, e-commerce firm Alibaba trialled its new artificial intelligence, FashionAI, during Singles’ Day, a major sales event in China. FashionAI is a system with sensors that are capable of recognising the clothes its customers have tried on. It can then recommend additional products through a screen interface to help customers improve their look. As well as proving very popular with buyers, this application also boosted sales.
2. Interactive video content
Video content will continue to dominate the digital marketing landscape, but brands will progressively switch to interactive formats like augmented reality and 360° video to engage and captivate their audience.
Platforms like YouTube, Instagram and TikTok dominate the video marketing landscape, with each one offering unique functions to capture their audience’s attention. This means that brands will be able to choose the platform that is best suited to their message and their target market.
3. Voice search and optimisation for voice assistants
With the growing popularity of voice assistants like Alexa and Google Home, the optimisation of content for voice searches will become essential in the coming years. Brands will have to adapt their SEO strategies to more conversational search prompts.
4. Influence marketing 2.0
Influence marketing will continue to develop, but brands will concentrate more on specialised, engaged micro-influencers to bolster their credibility and their appeal to specific audiences.
For example, fitness brand Gymshark has seen great success in influence marketing. By working with fitness influencers on social media, the company has widened its appeal and established a robust brand identity. And their campaign featuring superstar fitness influencer Emily Ratajkowski generated millions of views!
5. Blockchain and transparency
Blockchain technology will be increasingly used to ensure the transparency of transactions and enhance consumer confidence. Brands will be able to benefit from this trend to guarantee the authenticity of their products and services.
6. Chatbots and automation
The use of chatbots and the automation of marketing will continue to simplify companies’ interactions with customers. Brands will use these tools to provide instant, customised services, thereby boosting customer engagement and loyalty.
Chatbots don’t just answer questions, they also increase engagement and conversion rates by guiding customers throughout the purchasing process with proactive suggestions and continuous support.
7. User-generated content (UGC)
Consumers increasingly value opinions and recommendations from their peers. Brands will encourage users to create content to reinforce trust in their brand.
8. Ethics and sustainability
Consumers will look for socially aware, environmentally friendly brands. Companies that make ethics part of their marketing strategy will be more attractive to consumers that care about these issues.
Patagonia, for example, is an outdoor clothing manufacturer that has made sustainability and ethics the pillars of its brand. These values feature in every aspect of its communication, from sustainable product design to the promotion of environmental causes.
It has also created a platform called “Worn Wear,” where customers can buy and sell second-hand Patagonia products. This encourages customers to reuse products and reduce waste while offering them a more affordable alternative to buy the brands’ products.
These latest digital marketing trends underline the importance of technological innovation, customisation, confidentiality, ethics and user experience. The companies that stand out are those that are capable of adapting to these changes quickly and efficiently. Brands must be prepared to experiment with new approaches and call into question existing strategies to stay relevant.